Special Coverage – Page 31

Illegal ad hoardings – deadly threat to people’s lives and property

The local governments of several other cities have also started examining, evaluating, and changing the numerous OOH installations in their respective areas.

Illegal hoardings and billboards have claimed the lives of many of citizens, over the past few years

OOH Association says expelling bad actors isn’t enough; enforcement is key, not ban

Rachana Lokhande, founder of Glocal Bridge, partner at OOH Capital and advisor with the Indian Outdoor Advertising Association shares a perspective.

The billboard collapse in Mumbai renews calls for stricter enforcement of safety standards and laws on outdoor advertising. The OOH Association can bar non-compliant media owners from membership. But that’s not enough. Here’s why.

Advertisers alarmed by Mumbai hoarding collapse; ad agencies, brands call for audits and action

The committee will reportedly deliver a report in the next couple of months.

After the initial shock of hearing about the giant billboard crash, a media executive called his colleagues to check if any of the agency’s brands were on the hoarding.

“Imagine if there was a baby oil messaging on the billboard. And it falls and kills a few mothers”

The home department was the only body with no representation or report during the hearing which caused the bench to respond sternly.

Advertising veterans condemn the state of outdoor media and lack of action to curb illegal ad hoardings after the Mumbai billboard collapse that killed over a dozen people.

Mumbai ad hoarding collapse: “Regulatory machineries like OOH Association have failed to recognise importance of public safety,” says ad veteran

Tapas Gupta, CMD, BEI Confluence Communication and ex- President & CEO of a McCann agency (PSL Erickson), told Storyboard18 that OOH owners should borrow best global practices and implement these in India to avoid such incidents, going forward.

Tapas Gupta, CMD, BEI Confluence Communication and ex- President & CEO of a McCann agency (PSL Erickson), called out the OOH associations in the country for the tragic incident that took 14 people lives after a 100-feet-tall illegal billboard fell in Mumbai.

Mumbai billboard collapse: Scope of Disaster Management Act in providing accountability and relief

Khan is alleged to be the business partner of the wife of Additional Director-General of Police- Quaiser Khalid, in connection with the Ghatkopar hoarding collapse case.

The Disaster Management Act gives victims and families of victims in incidents like the May 13 hoarding collapse in Mumbai not only legal options but also a host of compensations.

Combating marketing fatigue and reigniting customer engagement

By marrying the creativity and strategic thinking of traditional marketing with the power of data insights, marketers can craft effective campaigns that resonate with audiences while respecting their privacy, writes Prashant Puri, Co-Founder & CEO, AdLift.

Consumers are faced with information overload, and this constant barrage of messages and ads has a predictable effect: indifference, writes Prashant Puri, Co-Founder & CEO, AdLift.

How Indian politicians are leveraging influencer marketing for Lok Sabha Elections

Several popular YouTubers have received offers of substantial sums by many politicians, often in the millions of rupees, to conduct interviews, particularly in the months leading up to the election, writes Yasin Hamidani, Director, Media Care Brand Solutions.

Partnering with resonant influencers allows politicians to create authentic content, bypassing traditional media and connecting directly with voters, shaping public opinion effectively, writes Yasin Hamidani, Director, Media Care Brand Solutions.

How is programmatic advertising the answer to ad-tech challenges?

According to Vishal Singh, country head, Xapads, Today, automation, AI, data analytics, and programmatic advertising have become the cornerstones of ad buying and selling that ensure increased returns.

As advertisers face the challenge of adapting to the loss of third-party cookies, they can shift towards using first-party data and contextual targeting methods, says Vishal Singh is the Country Head, India- Xapads.

Emerging technologies shaping the remote work landscape

Cloud computing has emerged as the foundation for remote workers, offering scalable infrastructure, storage, and software-as-a-service (SaaS) applications accessible from anywhere. says Job van der Voort, CEO, Remote.

As remote work establishes itself as the prevailing norm, organisations seek avenues to foster trust and transparency within their distributed workforce, writes Job van der Voort, CEO, Remote.